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SMiB09 Judith Lewis

Online Reputation Management

Judith De-Cabbit iLevel- What to watch, what to do when things go wrong and how to approach reputation management online including some famous mistakes.

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SMiB09 Judith Lewis

  1. 1. Online Brand Reputation Management<br />When people search for your brand, can you control what they find?<br />
  2. 2. Who Am I?<br />Got on the Internet in 1986<br />Working online with search since 1996<br />Paid & Natural Search – all aspects<br />Ecommerce, Publishing & High Tech<br />Worked with Orange, Sony, COI<br />Blogging, Online PR<br />
  3. 3. Topics Covered<br />Why Monitor<br />What To Monitor<br />How To Monitor<br />Press Releases & PR<br />Corporate Blogging<br />Leveraging Facebook<br />
  4. 4. What is reputation management?<br />The active monitoring, engagement and manipulation of information publically accessible in order to present a company or person in the most positive possible light<br />
  5. 5. Why Monitor?<br />On a brand search, you may find negative sites come up for your company name<br />Consumers increasingly turning online for 3rd party reviews – distrusting company PR<br />Angry & happy consumers increasingly blogging, commenting, engaging<br />Competitors can undermine your image<br />Discover problem or issue previously unaware of<br />Track customer service issues<br />Discover news mentions for PR use<br />
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  8. 8.
  9. 9. You, Your Brand & What It Means<br />You are a brand<br />Unique, valuable, identifiable<br />
  10. 10. Why Monitor Yourself?<br />Employers performing searches before hiring on Google, Facebook and Twitter<br />Your image is dictated by what is found there<br />Companies on CV being checked<br />Need to be aware of possible questions<br />On a search, you may find negative sites come up for your name or your company name<br />Being aware of brand you will impress employers<br />Discover news mentions for personal PR use<br />Manage your reputation<br />
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  12. 12. Some of these were not me!<br />
  13. 13. MUCH BETTER!<br />
  14. 14. What to Monitor<br />Everything related to your company including variations of your names, key employees name mentions, all product or service names<br />Don’t forget the competition<br />Industry news<br />Track forums, lists, user groups, boards, etc<br />Technorati, Digg, Reddit, etc<br />Watch out for RipOffReport, ComplaintsBoard, PissedConsumer and the like – ‘reviews’ may be false<br />
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  16. 16. Digg, Technorati & Reddit<br />
  17. 17. How to Monitor<br />Simple Google/Yahoo search for your target terms<br />Create and use RSS feeds to monitor keywords - Bloglines<br />Google alerts & Yahoo alerts<br />Create shortcuts to quickly monitor (vertical search, tag search, etc)<br />Hire a professional firm<br />
  18. 18. Subscribe to Search Results<br />
  19. 19. Subscribe to Search Results<br />
  20. 20. Example Feed<br />
  21. 21. Yahoo alerts<br />
  22. 22. Google Alerts<br />
  23. 23. Analytics<br />Know your goal: reach, engagement, traffic, etc<br />Set a benchmark of your goal<br />Understand Twitter – no one reads all followers tweets above a certain volume<br />Have appropriate tools in place<br />Love your analytics at least an hour a week<br />
  24. 24. Twitter Analytics<br />Potential reach is direct account followers plus followers of those followers<br />Message must be shorter than 140 for ease of RT<br />Around 20% of followers on some accounts will be spambots<br />Not everyone will retweet (RT)<br />May be picked up for blog or news – use unique URL with<br />
  25. 25. Analytics<br />
  26. 26. Press Releases & PR<br />Use press releases for news-worthy items including hiring new department heads, new ad campaigns, and new product launches<br />Don’t undervalue your company’s achievements – shout about them<br />Utilise one PR distribution channel – you will not impress a journalist by spamming them<br />Link press releases with website pages dedicated to the news but use different copy<br />
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  28. 28. Corporate Blogging<br />Authentic voice – PR company cannot write CEO’s blog<br />Talk beyond PRs and news items – consumers will engage more when less formal, more “personal” information is shared<br />Engage – respond to comments (don’t flame or respond to trolls)<br />If valid negative feedback appears, consider it, respond and follow up<br />Promote employees’ blogs even when not official corporate blog – ie. IBM, Microsoft<br />
  29. 29. The CEO Blogs…<br />Where time is at a premium, the CEO could blog as part of a larger project. Note the personal, genuine voice here with the CEO of McAfee– it is essential<br />
  30. 30. IBM Features All Bloggers<br />
  31. 31. Leveraging Facebook<br />Constant engagement required – cannot just set it up & leave it<br />Observe how competition has done it & do it better<br />Feed corporate blog through to page<br />Create buzz through specials for Facebook fans<br />Advertise Facebook presence through emails and normal communications<br />Applications and widgets can do well but focus on engagement through fan pages first<br />
  32. 32. Questions?<br />